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Mark Bernstein: Platform Control

And somewhere in the recovery was a moment when Apple stood on a hill, before the setting sun, and shook its fist at the heavens and vowed that it would never be hungry (and powerless) again Never again would another company decide whether the Macintosh lived or died. So, Apple supplanted Metrowerks and wrote its own IDE. It wrote Keynote to inform Microsoft and the world that, should Microsoft discontinue Office for Mac, Apple would be prepared to replace it without delay. It wrote Safari to ensure that it would have a Web browser option, come what may.

This is the key to modern Apple. It’s a big company, and it’s now wildly successful. It assumes that it can write a successful software product in any niche. It’s very talented and very confident. But always, at the back of its collective mind, is fear — the fear of depending on the kindness and competence of others, and the fearful memory of the days when it was cowering in a dark closet, waiting for the blow to fall, while the trade press laughed and jeered.

Mark Bernstein: Platform Control.

  • M

    I think I am starting to see Job’s logic. It is not about markets and profits but about features and new technology. He thinks Apple can do a better job than anybody else, and I think he may be right.

  • http://asymco.wordpress.com asymco

    M, read also http://daringfireball.net/2010/04/middleware_and_….

    "Apple is betting its entire mobile future that their developer platform is better than everyone else’s."